It’s hard enough to get new clients and even more difficult at times to keep them.
Active gamblers are the bread and butter of every casino and competing casinos work hard to pry your loyal customers away. This is more than a competition of offers, free-play and room nights. The heart of this active-player tug-of-war is a database strategy competition.
How much you know about your guests, how much you record about them in your database and then how well you use that information to your advantage is the art of casino direct marketing. We need to regularly ask ourselves what information about our guests we utilize beyond the simple play tracking and tiers we have created.
The simplest and most productive additional guest information that we need to use properly is the National Change of Address database provided by the US Postal Service. I will tell you that most casinos still today are not using this at all and when they do they are using it incorrectly. One of the leading causes of lost guests is that 17% of them move per year and casinos are not following them properly and then addressing them with that new information.
In as quick as 3 years 51% of your database has moved. Take a quick look at your inactive database counts and you know exactly what I am talking about. Sure, it is not the only reason but if your competition is keeping their database more current than you it is just a matter of time before they crush you in the market place.
Your profits are being mailed to a garbage can. As you are losing guests and your responses are dropping each month, you are probably mailing more pieces to make up the difference. This increase in expenses dramatically reduces or eliminates the profits you would have made if you were not spending much more to get your responses back up. The biggest problem with this is that any pieces mailed standard to someone that has moved are thrown away by the US Postal Service.
Here are the main steps you should take to get back on top of your database.
- Do a 48 Month NCOA cleanse to go as far back as the US Postal Service goes.
- Upload all the changes back into your database MOST IMPORTANT STEP!
- Re-code your bad-address flags to reflect all the changes.
- Re-code your Local/Non-Local flags based on their new addresses.
- Repeat with upload every 30-90 days with just the 18 Month NCOA Files.
Anything less is just surrendering your best clients to your competition.
We have been performing this process for casinos all over the country. The hardest step and the most important is the upload back into your player tracking system. If you need help with that please feel free to call us and we’ll help make you shine.